[雙語翻譯]品牌外文翻譯--奢侈品服務(wù)品牌延伸和品牌資產(chǎn)轉(zhuǎn)移

1、6000 英文單詞， 英文單詞，3.3 萬英文字符，中文 萬英文字符，中文 1 萬字 萬字文獻(xiàn)出處： 文獻(xiàn)出處：Ahn J , Park J K , Hyun H . Luxury product to service brand extension and brand equity transfer[J]. Journal of Retailing Horizontal brand extension; Luxury high-te

2、ch brand extension brand equity1. IntroductionBranding is important in the hyper‐competitive luxury industry because the brand is a significant factor that influences product or service loyalty (Lau and Lee, 1999). The e

3、ffect of a strong brand is increasing and critical in the high-tech luxury industry. Specifically, luxury automobile brands have increased demand and market share in developing countries such as China and in South Americ

4、a. For instance, Mercedes-Benz, which is the fastest-growing luxury automobile brand in China, delivered 68,500 units in 2009 with a year-on-year growth of 77% (Kozicki, 2012). More recently, the luxury automobile indust

5、ry in China has showed high sales. More specifically, for Audi, the unit sales increased from 227,938 units in 2010–578,931 units in 2014 (Smith, 2016). As a result, many luxury automobile brands developed various market

6、ing strategies in order to improve their sales and profits in these emerging markets. In order to develop successful products and services, understanding their own brand as distinguishable from competitors is important.

7、A number of powerful luxury brands have introduced new products over the years. Brand extension strategies provide a significant profit opportunity by capitalizing on the parent brand's equity (Dawar and Anderson, 19

8、94). For example, Prada and Gucci started with shoes and successfully extended to luxury handbags in different consumer segments in the luxury fashion industry.However, a luxury brand extension might not always bring suc

9、cess, due to various factors that influence consumer evaluation of the extended brand. Failures of the brand extension can have a negative impact on parent brand equity, particularly for prestige brands (Lye et al., 200

10、1; Shin et al., 2017). Past studies discovered and explored the negative impact of using vertical brand extension specifically, that the extended brands’ less expensive introduction might cause cannibalization of its lux

11、ury parent brand (Reddy et al., 1994). This well-known luxury automobile brand, introduced a perfume by using their existing brand name, image, and reputation. This allowed them to enter the cosmetics industry. Likewise,

12、 several luxury automobile brands have presented accessible brands to obtain benefits by reaching the wider consumers.2.2. Brand extensionKeller et al. (2014) identified brand extension as the use of an established brand

13、 name for the introduction of new products or services. Brand extension is regarded as a fundamental business strategy (Albrecht et al., 2013). The success rate of brand extension is about 80% compared to 35% for launchi

14、ng new products (Roll, 2005). Brand extension is categorized in two dimensions: vertical extension and horizontal extension. Vertical brand extension refers to the launching of new products or services in the same produc

15、t/service category as the parent brand but at a different price or quality point (Keller and Aaker, 1992). Horizontal brand extension refers to using of a parent brand name to introduce a new product or service in a diff

16、erent category from the parent brand (Kim et al., 2001). Utilizing brand extension strategy is the key driver for the growth of luxury brands (Riley et al., 2004). One of the main advantages of luxury brand extension is

17、taking advantages from the parent brand, by using consumers’ trust of the parent brand (Sharon, 2011). However, disadvantages of implementing brand extension strategy also exist.Vertical brand extension, which introduces

18、 cheaper extended brands, has potential risks of diluting the original image and cannibalization with the parent brand in luxury brands. Compared to vertical brand extension, horizontal brand extension, which expands the

19、 brand into different categories, is viewed as the way to reduce or eliminate possible negative consequences. Thus, the current research focused on horizontal brand extension by using a luxury automobile brand and sugges

20、ting an extended service into a rental car brand. As most luxury brand extension studies have researched product-to-product categories (Bellaiche et al., 2010), this study provides in-depth understanding about a service-

21、to-product brand extension in the luxury automobile brand area.2.3. Brand equityBrand equity was used as the theoretical framework. This study examined the roles of different brand-related attributes of parent product br

22、and in the evaluation of the extended service brand. In marketing literature, brand equity theory provides an understanding of how the brand can add value to a product or service (Keller, 1993). Also, in brand extension

23、studies, brand equity has been discussed as the important factor in many previous brand extension studies (Dacin and Smith, 1994; Ferguson et al., 2016; Rangaswamy et al., 1993). Brand equity refers to all the added valu

24、e that the brand offers consumers. Keller (1993) identified conceptual dimensions of brand equity from the consumer psychology perspective as brand awareness and brand association. After Aaker (1991) defined brand equity

25、 within a consumer-based perspective and developed the construct including brand awareness, brand associations, perceived value, and brand loyalty, many researchers have used and adopted brand equity to understand consum

26、er behavior. For instance, Yoo and Donthu (2001) suggested that brand equity is the combination of the cognitive dimensions (brand association, brand awareness, and perceived quality) and behavioral intention dimension (